A

Project Report
On

In Partial fulfilment of
The requirement for the degree of
Master of Business Administration

2017-2019

Under the guidance of : Project Report prepared by:

Prof. Dr. Kishore Bhattacharjee Shrish Prabhakar
Enrolment No. A45101917025
 PATNA

Ref. No. : Date:

Mentor’s Certificate
This is to certify that this dissertation report entitled “Effect of TV
Advertisement on Children With Special Reference to Confectionery
Products” has been prepared by Shrish Prabhakar, Enrolment No.
A45101917025, Session: 2017-19, in partial fulfilment for the “Master
of Business Management” degree from Amity University Patna under
my supervision and recommended that it may be accepted for
evaluation.
I wish him all success.

Prof. Dr. Kishore Bhattacharjee

1
 PATNA

Ref. No. : Date:

Co-Guide’s Certificate
This is to certify that this dissertation report entitled “Effect of TV
Advertisement on Children With Special Reference to Confectionery
Products” has been prepared by Shrish Prabhakar, Enrolment No.
A45101917025, Session: 2017-19, in partial fulfilment for the “Master
of Business Management” degree from Amity University Patna under
my supervision and recommended that it may be accepted for
evaluation.
I wish him all success.

Prof. Dr. Raajdeep Kr. Raut

2
 Acknowledgement
It gives me immense pleasure to present this concurrent dissertation project
report. This project report is not the work of an individual, but a number of
persons without whose guidance, suggestions and constructive criticism it
would have been difficult for me to give a final shape to the endeavour. So I
would be failing in my duty if I don’t express my gratitude to those who helped
me and assisted me in turning the report in reality.
I am deeply indebted and very much grateful to my mentor Prof. Dr. Kishore
Bhattacharjee. Special gratitude to the guide and co-guide Prof. Dr. Rohit Kumar,
Prof. Dr. Rajdeep Kr. Raut, Prof. Dr. Ajit Kumar & Prof. Mubassir Alam for their
support and valuable guidance during the accomplishment of this project.
My overriding debt continues to my loving parents and kind friends, who
provided me with the time, support and inspiration needed to prepare this
project.
It is truly our project.

Shrish Prabhakar
Enrolment No. A45101917025
Amity University Patna

3
 Declaration

This is to declare that I, Shrish Prabhakar, student of Amity Business School,

Amity University Patna, Bihar, MBA batch 2017-19, has given original data and
information to the best of my knowledge in the project report titled “Effect of
TV Advertisement on Children With Special Reference to Confectionery
Products” is a record of independent and original work carried out by me, and
has not been submitted to any other university/ institution, under the guidance
and supervision of Prof. Dr. Kishore Bhattacharjee towards the partial fulfilment
of requirement for the MBA course.
I also agree in principal not to share the vital information with any other person
outside the organization and that I have not submitted it for any other title,
degree or diploma.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has been
duly acknowledged providing details of such literature in the reference.

Date: Shrish Prabhakar

Place: Enrolment No.:A45101917025
MBA(2017-19)

4
 Contents
Sl. No. Topic Page no.
01. Mentor’s Certificate …………………………………………………………………01
02. Co – Guide’s Certificate ……………………………………………………………02
03. Acknowledgement …………………………………………………………………..03
04. Declaration ………………………………………………………………………………04
05. Contents ………………………………………………………………………………….05
06. Chapter 1. Introduction ………………………………………………………….06
1.1. Abstract …………………………………………………………………………07
1.2. Introduction …………………………………………………………………..08
1.3. Children & Advertising …………………………………………………..09
1.4. Literature Review ………………………………………………………….10
1.5. Objective of the study ………………………………………………….13

07. Chapter 2. Research Methodology …………………………………………14

2.1. Research Design …………………………………………………………..15
2.2. Scope …………………………………………………………………………..15
2.3. Sampling Population …………………………………………………….15
2.4. Sample Unit ………………………………………………………………….15
2.5. Sampling Technique ……………………………………………………..15
2.6. Sample Size …………………………………………………………………..15
2.7. Data Source ………………………………………………………………….15
2.8. Data Collection Method ……………………………………………….15
2.9. Data Collection Tools ……………………………………………………15

08. Chapter 3. Data Analysis ………………………………………………………..16

09. Chapter 4. Discussion ……………………………………………………………37

4.1. Findings From Survey …………………………………………………..38
4.2. Limitations …………………………………………………………………..38
4.3. Suggestions ………………………………………………………………….39
4.4. Conclusion …………………………………………………………………..43

9. References …………………………………………………………………………………44
10. Appendices ……………………………………………………………………………….45
10.1 Questionnaire ……………………………………………………………..45

5
CHAPTER 1
INTRODUCTION
1.1. Abstract
1.2. Introduction
1.3. Children and Advertisement
1.4. Literature Review
1.5. Objective of the study

6
 1.1 Abstract
Advertising is the means by which goods or services are promoted to the public.
The advertiser’s goal is to increase sales of these goods or services by drawing people’s
attention to them and showing them in a favourable light. The mission of advertiser is
to reach prospective customers and influence their awareness, attitudes and buying
behaviour. They spend a lot of money to keep individuals (markets) interested in their
products. To succeed, they need to understand what makes potential customers
behave the way they do. Now a day an advertisement is become most important for
selling of any products and services. But in some cases producers and manufacturers
are performing these activity wrong way. An advertisement may be positive or
negative or both. Research studies over the year’s world over; have brought out
various types of negative impact of intense viewing of television by children. The direct
influence of TV viewing on the extent of violence and deviant behaviour pattern of
children has been reiterated – even in India. In fact, there are a couple of confessions
by adolescents, even a biography, as to how they picked up ideas about a rape or
robbery or revenge or killing or suicide or kidnap, etc from one or other TV
programme. Even some court judgments have commented on such effect of TV
programmes. Today, advertising plays an important role in the society, as it tends to
influence young mind in particular.

Objective:- To know the children's awareness about confectionary Products & their
advertisements. To study the impact of advertisement of confectionary Products on
children.

Subjects:- Parents’ of children under the age group of 8-15 yrs. Parents were the
respondents as they buy products for their children on their demand.

Research Methodology:- the research design used for this study is exploratory. The
area selected for the study is Patna. Target population were the children of age 8 – 15
yrs. And the sample unit i.e. the respondents were the parents’ of those children.
Sampling technique used is judgemental sampling. The sample size taken is 150.
Primary data was used which was collected through the survey method with the help
of a set of questionnaire.
Findings:- children do responds to the advertisements shown on the TV regarding
confectionery products (chocolates, biscuits, candy, cakes and other edibles) and ask
their parents’ to buy them those products.

7
 Limitations:- Time period to conduct the study was very limited. Some of the
respondents don’t answer the question seriously. As it was not likely to use advanced
psychometric tools and means for the study on children, so, a simple questionnaire
was used for this purpose.
Conclusion:- After the research, it was found as far as confectionary products are
concerned children sometimes insist their parents to purchase those products for
them. As far as confectionary products are concerned, children are influenced more
by television advertisements than by the other medium of advertising.

1.2 Introduction
The Indian advertising industry is talking business today. It has evolved from being a
small-scale business to a full-fledged industry. It has emerged as one of the major
industries and tertiary sectors and has broadened its horizons be it the creative aspect,
the capital employed or the number of personnel involved. Indian advertising industry in
very little time has carved a niche for itself and placed itself on the global map. Indian
advertising industry with an estimated value of 13, 200-crore has set eyeballs gazing with
some astonishing pieces of work that it has given in the recent past. The creative minds
that the Indian advertising industry incorporates have come up with some mind-boggling
concepts and work that can be termed as masterpieces in the field of advertising.
Advertising agencies in the country too have taken a leap. They have come a long way
from being small and medium sized industries to becoming well-known brands in the
business. Mudra, Ogilvy and Mather (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett
are some of the top agencies of the country. Indian economy is on a boom and the market
is on a continuous trail of expansion. With the market gaining grounds Indian advertising
has every reason to celebrate. Businesses are looking up to advertising as a tool to cash
in on lucrative business opportunities. Growth in business has led to a consecutive boom
in the advertising industry as well.

The Indian advertising today handles both national and international projects. This is
primarily because of the reason that the industry offers a host of functions to its clients
that include everything from start to finish that include client servicing, media planning,
media buying, creative conceptualization, pre and post campaign analysis, market
research, marketing, branding, and public relation services. Keeping in mind the current
pace at which the Indian advertising industry is moving the industry is expected to witness

8
a major boom in the times ahead. If the experts are to be believed then the industry in
the coming times will form a major contribution to the GDP. With all this there is definitely
no looking back for the Indian advertising industry that is all set to win accolades from the
world over. With development in the technology, various avenues are opening up in
advertising industry. It is estimated that about 2.2 billion dollars are generated in this
industry every year. Be it is print, radio, television or Internet, every medium plays a
significant role in the growth of this industry. Today, Advertising Industry in India is
surging with revenues. To meet all the demands in adverting sector, many agencies are
coming to the scene. During fiscal 2017, the gross advertising spend in India is estimated
at Rs 111 billion, and is expected to grow at 14.2% to reach Rs. 127 billion by fiscal 2018.

1.3 CHILDREN & ADVERTISING

Advertisement to children is the act of marketing or advertising products or services

to children, as defined by national legislation and advertising standards. Advertising to
children is often the subject of debate, relating to the alleged influence on children’s
consumption. Rules on advertising to children have largely evolved in recent years. In
most countries, advertising for children is now framed by a mix of legislation and
advertising self-regulation.

There is no universal definition of a child (although UNESCO - the United Nations

Educational, Scientific and Cultural Organization, defines early childhood as ages 0– 8
years). Children are otherwise defined according to national jurisdictions. For the
purposes of advertising law, the definition of a child varies from one jurisdiction to
another. However, 12 is commonly used as a cut-off point, on the basis of the
widespread academic view that by the age of 12 children have developed their behavior
as consumers, effectively recognize advertising and are able to adopt critical attitudes
towards it.

9
 1.4 LITERATURE REVIEW
In the 1940s and 1950s children were not considered consumers in their own right
but only extensions to their parents purchasing power. With the advent of television
and other mass media, children have come into their own right as consumers and,
consequently, they have become an important target market for the business.
Advertisers are the first to recognize children’s value as consumers who are capable of
making decisions about spending. The 1950s dates the modern era of children's
television programming, when a deal between struggling television network ABC and
Disney brought The Mickey Mouse Club and Disneyland into children's afternoon
television programming. Advertising at that time appealed generally to the personal
gain of the consumer in the case they decided to purchase the sponsored product. Over
the next 15 to 20 years, children's television became an industry by itself. Throughout
this history of children's television advertising, researchers have criticized in different
ways the use of television commercials directed to children (Tseng, 2004). In the late
1970s, a research team funded by National Science Foundation (NSF) estimated that
children viewed an average of about 20,000.- commercials per year (Adler in Singer,
2001). There was so little study on this topic during the 1950s, the majority of the
studies on children's television advertising environment goes from the 1970s onward
(Alexander et al. 1998). Four types of products advertised to children during the 1970s
were limited: toys, cereals, candies and snacks, and fast foods. Male voiceovers
accounted for the great majority of ads coded, and animated characters seldom
appeared (Barcus in Tseng, Eliana Shiao; 2004). While marketers and advertisers
heightened their interest in the child market during the 1980s, research on children's
television advertising of that period consisted mainly on replications and extensions of
previous studies (Tseng, 2004). Children’s television advertising is rapidly becoming a
major concern to government agencies, citizens. groups and researchers in many areas
of the social sciences ( Resnik, Stern and Alberty; 1979).Children who watch a lot of
television, want more toys seen in advertisements and eat more advertised food than
children who do not watch as much television (Strasburger, 2002). Children also urge
their parents and friends to be sure to watch certain commercials (Fox in Jarlbo, 2000).

According to (Resnik, Stern and Alberty, 1979), television advertising and its effect on
consumption patterns, values, and social interaction have been hotly debated for many
years. But only recently has the controversy focused on its differential impact on
special interest groups- the elderly, minorities and children. As many authors states,
there are many television advertisements based on children and it is faced that
children urge their parents to purchase what they want without needing. For a whole
generation of new age children, television is as influential as a parent or a teacher
(Panwar, 2006). According to Wiman (1986), children who talk with their parents more
frequently about TV advertising and commercials make more purchase requests.
Children considered television to be one of life’s necessities. Studies commissioned by
cable television networks in USA, found that an average of 43 percent of total

10
purchases made by parents were influenced by children (Cooper in Caruana, and
Vassallo; 2003). Exposure to it was usually extensive – before school, after school,
during homework, at weekends, with or without friends (Hanley, 2000). Marketers
understand this fact very well. With the growing influence of media on children, an
increasingly large number of advertisements are today directed to them (Panwar,
Agnihotri, 2006). Children, for example, who come from disadvantaged backgrounds,
or those who have less access to their parents may not only spend more time with the
media. But, may continue to rely more heavily on TV advertising for the information
that they seek in various areas (Brown, Childers, Bauman and Koch in Evra; 1995).
Parents create direct opportunities by interacting with their children about purchase
requests, giving them pocket money and taking them to shopping excursions (Ward,
Wackman, and Wartella; 1977). Children spend a large amount of time watching
television. They pay more attention to commercials broadcast during children’s
programming. Commercials broadcast during children’s programming are designed to
capture the younger child’s attention by the use of cartoon characters, music,
subjective camera angles and editing (Stern & Harmon, 1986).

According to The Guardian newspaper, McDonalds, and Coca Cola spent respectively
34,6 million USD and 16,2 million USD for television advertisement presented for
children. In this situation, firms do not hesitate to spend their money for the related
advertisements. Therefore nowadays the expenditure of these advertisements has
been increased dramatically such as McDonalds and Coca Cola as well as Disney. They
are the best known brand in the world. It can be drawn conclusion from here that the
role of children as consumer on the world’s economy has rapidly increased. The
common features of the above mentioned brands are easily to find and focus on
children and family in their advertisements. According to McNeal (1992) American
children spent over USD 132 billion on 62 product categories of products were
influenced by children. The number of commercials per hour on American television
increased significantly towards the end of the decade. They provide a strong indication
that American children are today exposed to more than 25 000 commercials per year
via television (Kunkel & Roberts 1991). In 1997, $1,3 billion was spent on television
advertisements directed at children. Counting all media, advertising and marketing
budgets aimed at children approached $12 billion (McNeal, 1999). It is estimated that
children may view as many as 40,000 commercials each year (Strasburger, 2001). In
one of the research project about the influence of television advertising on children
and teenagers, Hanley (2000) found that the younger children (aged 9–11) were very
vague in their recall of current television advertising. The examples they came up with
were often unbranded, with the recall attached to the story. or characters instead, e.g.
Honey Monster (Sugar Puffs), cartoon elephant (Charmin toilet roll). Older children
(aged 12–16) recalled advertising they enjoyed or disliked. The appeal often related to
the storyline., characters featured or the product. For instance, they mentioned Rolo
(elephant never forgets), as well as KitKat, Argos (toys), and McDonald.s. They
identified three main ways in which television advertising seemed to influence

11
children: pester power; Many parents felt that advertising had the power to make a
significant impression on their children. Those featuring children, cartoon characters,
animals, catchy. tunes and phrases, colour, dynamic special effects, aspirational
celebrity heroes, humor and children’s products (e.g. confectionery, cereals and toys)
were most likely to be referred to: www.itc.org.uk Generally advertisers use interesting
characters in their advertisement to catch children’s attention. Sometimes these
characters are not real. For example Corn Flakes, Nesquick advertisements and etc
(Hanley, 2000).

It was very common for the advertiser to show ads in which the child would acquire
superhuman strength by eating a specific breakfast cereal, or would leave a group of
friends in choking clouds of dust by running with the sponsored sneakers. Toys ads of
that time were sponsored by unknown brands, which would generally end up
becoming famous after making deals with the television station (Alexander et al; 1998).
Children’s ages are also significant to understand the advertisements. Children’s
comprehension of television advertising and its persuasive intent increases with age,
because of greater cognitive maturity and increased experience with the medium. Even
a majority of 5-8 years old have only a low awareness of what a commercial really is;
and although three quarters of 9-12 year old children may demonstrate a medium level
of awareness (eg. commercials tell you what to buy) (Ward &Wackman in Evra; 1995).
However it is possible to say that even though they are very young to understand, the
most important thing is the advertisements impact on children. De Bens and
Vandenbruaene (1992 pg 27) conveys that children’s attention is affected depending
on whether they are watching TV alone, with their parents or with other children of
the same age. Children attention depends on whether they are playing, eating or
occupied with something else while watching TV. Generally it is assumed that these
factors contribute to reducing children’s attention to TV advertising (De Bens and
Vandenbruaene, 1992). In less developed countries the trend appears to follow the
same pattern as in the developed world, although the market size may be
comparatively small. Increasingly, children have become not passive observers, but
active participants in the family purchase decisions. Not only do children have their
“own money” to spend on a variety of products and services of their choice, they also
have extensive influence on how their parents buy products and services (Wimalasiri,
2004). If children saw something new in a television advertisement or in a magazine
that they liked they were likely to buy it. This is in line with Buijzen and Valkenburg.s
(2003) findings that advertising is positively and directly related to children’s purchase
requests. McGee in Beder (1998, pg. 100) says “children under age 12 spend more than
$11 billion of their own money and influence family spending decisions worth another
$165 billion on food, household items like furniture, electrical appliances and
computers, vacations, the family car and other spending”. For example, one study
estimated that children influenced $9 billion worth of car sales in 1994. One car dealer
explains: "Sometimes, the child literally is our customer. I have watched the child pick

12
out the car."(Stanley in Beder, 1998, pg 102) Advertising offers consumer ideas and
information, which we process and evaluate in order to make rational choices. Brown
(2004) defends advertising to children on just such cognitive grounds: “Children are
young consumers, interested in making choices and needing information about them”.

1.5 OBJECTIVE OF THE STUDY

The subject matter for this project is to study the effect of advertisement on children’s
behaviour from the perspective of their parents. Following are the main objectives of
this report:
• To know the children's awareness about confectionary Products & their
advertisements.
• To study the impact of advertisement of confectionary Products on children.

13
CHAPTER 2
RESEARCH METHODOLOGY
2.1. Research Design
2.2. Scope
2.3. Sampling Population
2.4. Sample Unit
2.5. Sampling Technique
2.6. Sample Size
2.7. Data Source
2.8. Data Collection Method
2.9. Data Collection Tools

14
 RESEARCH METHODOLOGY

Research Design:- Research design selected for this project is Exploratory.

Scope:- The research will be done in Patna city only.

Sampling plan:
Target Population: - Target population for this research would be children with age
of 8-15 and their parents.

Sample Unit: - Sample unit for this research would be the parents with children of
age 8-15 yrs.

Sampling Technique: - Judgmental sampling

Sample Size: - 150

Data Source: Primary data is used

Data collection method: Survey has been conducted to collect primary data from the

sample respondents.

Data collection tools: Questionnaire

15
CHAPTER 3
Data Analysis

16
 Data Analysis
The data has been collected on the basis of the questionnaire that the parents
has been asked to fill/answer to know the effect of TV advertisement on children
with special reference to confectionery products, the parents from Patna, Bihar
has been taken as the population for this study.
The data of sample size 150 has been taken for data analysis.
To show the analysis, on the basis of the available data, a report has been
prepared as follows:

1. Which (Joint family/nuclear family) type of family do you live in?

a. Joint Family
b. Nuclear Family
Joint Family 72 52%
Nuclear Family 78 48%
Total 150 100%

Family

48%
52%
Joint
Nuclear

Interpretation:
48% respondents belongs from joint family; and 52% belong to nuclear family.

17
 2. How often do your child watch TV?
a. Always/ Everyday
b. Sometimes/ 3 – 5 days
c. Most often/ 5 - 6 days
d. Occasionally/ 2 – 3 days
e. Any other (Please Specify)…………………………………………………………

Always/ Everyday 57 38%

Sometimes/ 3 – 5 days 27 18%
Most often/ 5 - 6 days 24 16%
Occasionally/ 2 – 3 days 30 20%
Once in a week 12 8%
Total 150 100

Frequency

8%
20% Always/Everyday
38%
3-5 days
5-6 days
16%
18% 2-3 days
once in a week

Interpretation:
38% children watches TV every day, 20% children watches TV occasionally, whereas
18% and 16% children watches TV sometimes or most often.

18
 3. On an average, how many hours a day do they watch TV?
a. 4 – 6 hrs.
b. 2 – 4 hrs.
c. Less than 2 hrs.
d. Any other (Please Specify)………………………………………………………

4 – 6 hrs. 39 26%
2 – 4 hrs. 47 31%
Less than 2 hrs. 52 35%
Depend on their mood 12 8%
Total 150 100%

Time

8%
26%

4-6 hrs.
35%
2-4 hrs.
less than 2 hrs.
31%
depends on their mood

Interpretation:
26% children spent their most of the time watching tv whereas the least,8%, were
those child who watches tv on their own mood followed by 31% and 35% children
who used to watch tv for 2-4 hrs. and less than 2hrs.

19
 4. Generally with whom do they watch TV?
a. Parents
b. Grandparents
c. Elder brother/sister
d. Alone
e. Others (please specify)……………………………………………………………

Parents 45 15%
Grandparents 30 23%
Elder brother/sister 51 43%
Alone 9 7%
Friends 15 12%
Total 150 100%

TV

12% 15%
7%
parents
23% grandparents
elder siblings
43% alone
friends

Interpretation:
43% children used to watch tv with their siblings while 7% children used to watch tv
alone. 12% children feel good watching tv with their friends while 23% children
watch tv with their grandparents followed by parents i.e. 15%.

20
 5. Why do they watch TV?
a. For learning/ education
b. For time pass
c. For entertainment
d. To relax
e. To combat loneliness
f. Family routine/ As everyone one else is watching so they also join
g. Any other (Please Specify)…………………………………………………

For learning/education 18 12%

For time pass 30 20%
For entertainment 48 32%
To relax 15 10%
To combat loneliness 3 2%
Family routine 36 24%
Total 150 100%

TV

12%
24%
for learning
20% time pass
2%
entertainment
10%
relaxation
32% to combat loneliness
family routine

Interpretation:
32% children watches tv for entertainment, 24% of them watches as a family routine
to spend time together. 20% for time pass, 12% spent their time watching quiz show
and discovery for knowledge based program and 10% of them for relaxation.

21
6. Which of the following programs do they prefer to watch? (Kindly rank 1, 2 & 3 in
order of your preferences)
a. Cartoons/ animated programs
b. Children’s shows/ programs
c. Knowledge based programs
d. Music channels
e. TV serials
f. Movies
g. Reality shows (Indian Idol, Star Voice of India, Boogie Woogie Kids Championship,
India's Got Talent, Junior Genius, Kaun Banega Crorepati, Super Dancer,
Satyamev Jayate (TV series), Sa Re Ga Ma Pa, Sa Re Ga Ma Pa Kids, Nach Baliye,
etc.)
h. Any other (Please Specify)………………………………………………………

Cartoons/ animated programs 45 30%

Children’s shows/ programs 42 28%

Knowledge based programs 18 12%

Music channels 3 2%

TV serial 6 4%

Movies 6 4%

Reality shows 30 20%

Total 150 100%

programs children prefer to watch

20%
30% Cartoons/ animated programs

4% Children’s shows/ programs

4% Knowledge based programs
2%
Music channels
12%
TV serial
28%
Movies
Reality shows

22
 7. Do they watch TV advertisements?
a. Yes
b. No

Yes 102 68%

No 48 32%
Total 150 100%

TV Ads

32%

yes
68% no

23
 8. What is the purpose behind showing advertisement on TV?
a. To give a break in the program
b. For entertainment
c. To persuade the viewers to buy the product
d. To provide product information
e. To inform about various offers, free things that are available with products
(premium offers, free things, incentives, etc.)
f. Any other (Please Specify)…………………………………………………

To give a break in the program 18 8%

For entertainment 15 12%
To persuade the viewers to buy the 30 18%
product
To provide product information 39 26%
To inform about various offers, free 48 36%
things that are available with products
(premium offers, free things,
incentives, etc.)
Total 150 100%

purpose

To give a break in the program

8%
12% entertainment
36%
To persuade the viewers to buy the
product
18%
To provide product information

26% To inform about various offers

24
 9. What does your child do during a commercial break? (Tick one)
a. Leave the room, do some work
b. Switch channels during TV ads
c. Watch TV ads as I don’t want to miss the main show.
d. Watch TV ads with interest as they inform and entertain.
e. Any other (Please specify)……………………………………………………

Leave the room, do some work 12 8%

Switch channels during TV ads 18 12%
Watch TV ads as I don’t want to miss the 27 18%
main show.
Watch TV ads with interest as they inform 39 26%
and entertain.
Tell us about the products and ask us to 54 36%
buy them
Total 150 100%

child do during a commercial break

8% Leave the room, do some work

12%
36%
switch channels during TV ads

18% watch TV ads as I don’t want to

miss the main show

26% watch TV ads with interest as they

inform and entertain.
Tell us about the products and ask
us to buy them

25
 10. Do your children discuss about TV advertisements with you?
a. Often
b. Sometimes
c. Only if I ask them
d. Never/ Seldom
e. Any other (Please Specify)…………………………………………………….

Often 45 30%
Sometimes 33 22%
Only if I ask them 24 16%
Never/seldom 12 8%
To persuade us to buy them the product 36 24%
Total 150 100%

discuss about TV advertisements

Often
24%
30%
Sometimes

8%
Only if I ask them

16% 22% Never/seldom

To persuade us to buy them the

product

26
 11. Your children’s purchase requests are motivated by (Rank 1,2,&3 in order
of your preference)
a. TV advertisements
b. Attractive display at the stores
c. Real needs
d. Social/ peer group (friends, siblings, cousins)
e. Any other (Please Specify)………………………………………………………..

Rank 1 Rank 2 Rank 3

TV advertisements 39
Attractive display at the stores 36
Real needs 30
Social/ peer group 10
Free gifts/toys/offers 30
Total 150

Chart Title

26
24

20 20

10

TV ADVERTISEMENTS ATTRACTIVE DISPLAY REAL NEEDS SOCIAL/ PEER GROUP FREE

AT THE STORES GIFTS/TOYS/OFFERS

Rank 1 Rank 2 Rank 3

27
 12. If your child’s product purchase is influenced by a TV ad, it is because of
a. New or innovated products
b. The premium offers/ incentives offered
c. The gifts/ toys/ goodies offered free with the product
d. The celebrity/ kids advertising the product
e. Any other (Please Specify)……………………………………………

New or innovated products 15 10%

The premium offers/incentives offered 30 20%
The gifts/toys/goodies offered free 72 48%
The celebrity/ kids advertising the product 33 22%
Total 150 100%

purchase is influenced by a TV ad, it is

because of

10%
22% New or innovated products

20% The premium offers/incentives

offered
The gifts/toys/goodies offered free

The celebrity/ kids advertising the

product
48%

28
13. When your child asks you to buy a product by seeing a TV ad, you buy it because the
TV ad conveys………………………
a. Fun and happiness
b. Adventure and thrill
c. Dream and fantasy
d. Health and nutrition
e. The free goodies/ gifts/ toys
f. Influenced by the celebrity/ kids endorser
g. Any other (Please Specify)…………………………………………………

Fun and happiness 18 12%

Adventure and thrill 12 8%
Dream and fantasy 15 10%
Health and nutrition 12 8%
The free goodies/ gifts/ toys 63 42%

Influenced by the celebrity/ kids endorser 30 20%

Total 150 100%

you buy it because the TV ad conveys

Fun and happiness

20% 12%
Adventure and thrill
8%

10% Dream and fantasy

8% Health and nutrition

42%
The free goodies/ gifts/ toys

Influenced by the celebrity/ kids

endorser

29
 14. What kind of products you buy for your child after watching ad on TV?
a. Confectionery products (biscuits, chocolates, candies, bakery)
b. Soft drinks, beverages
c. Toys, games
d. Clothes, footwear
e. Eatables, food products (pizza, Mc Donald’s happy meal, etc.)
f. Stationary
g. Any other (Please Specify)……………………………………….

Confectionery products (biscuits, chocolates, candies, bakery) 72 48%

Soft drinks, beverages 15 10%
Toys, games 15 10%
Clothes, footwear 6 6%
Eatables, food products (pizza, Mc Donald’s happy meal, etc.) 33 22%
Stationary 9 6%
Total 150 100%

kind of products you buy for your child after

watching ad on TV

Confectionery products (biscuits,

6% chocolates, candies, bakery)
Soft drinks, beverages
22%
48% Toys, games
4%
10% Clothes, footwear

10%
Eatables, food products (pizza, Mc
Donald’s happy meal, etc.)
Stationary

30
 15. Which TV advertisement does your child likes the most? (Specify the brand & the
ad)…………………………………………………………………………………

Mc Donald’s happy meal 15 10%

Cadbury Lickables & Gems 42 28%
Kinderjoy 39 26%
Britannia (Britannia khao world cup jao) 24 16%
Yellow Diamond rings (Motu Patlu toys) 30 20%
Total 150 100%

Likings

10% Mc Donald’s happy meal

20%
Cadbury Lickables & Gems
28%
16%
Kinderjoy

26% Britannia (Britannia khao world cup

jao)
Yellow Diamond rings (Motu Patlu
toys)

31
 16. Your child likes the above advertisement because of?
a. Product itself (The product advertised is good)
b. Slogans/ one liners
c. Models
d. Music/ songs/ jingles
e. Picturization/ filming
f. Animation/ cartoon characters
g. Storyline/ theme
h. Any other (Please Specify)………………………………………………..

Product itself 3 2%
Slogans/ one liners 9 6%
Models 3 2%
Music/ songs/ jingles 9 6%
Picturization/ filming 21 14%
Animation/ cartoon characters 24 16%
Storyline/ theme 9 6%
Free toys & gifts 72 48%
Total 150 100%

child likes the above advertisement because

of

2% 6%
2% Product itself
6%
Slogans/ one liners

48% 14% Models

Music/ songs/ jingles
Picturization/ filming
16%
6% Animation/ cartoon characters
Storyline/ theme
Free toys & gifts

32
 17. How your child get involved in the purchases that you make for themselves or for
household?
a. By simply telling you about the product available, and let them choose on your
own.
b. Mostly by advising you on various options available
c. Deciding what is best suited to their requirements
d. They get involved only if you want their opinion otherwise they don’t participate.
e. Any other (Please Specify)………………………………………………..

By simply telling you about the product 36 24%

available, and let them choose on your own
Mostly by advising you on various options 27 18%
available
Deciding what is best suited to their 24 16%
requirements
They get involved only if you want their 15 10%
opinion otherwise they don’t participate
By telling about the offers and free gifts on 48 32%
the products
Total 150 100%

Purchase

By simply telling you about the

product available, and let them
choose on your own
24% Mostly by advising you on various
32% options available

Deciding what is best suited to their

18% requirements
10%
16% They get involved only if you want
their opinion otherwise they don’t
participate
By telling about the offers and free
gifts on the products

33
 18. Do they buy products or ask you for them, after seeing TV advertisements?
a. Often
b. Sometimes
c. Rarely
d. Never

Often 78 52%
Sometimes 45 30%
Rarely 18 12%
Never 9 6%
Total 150 100%

buy products or ask you for them, after

seeing TV advertisements

6%
12%
often
52%
sometimes
30%
rarely
never

34
 19. What type of appeal in an advertisement influences your child to buy a product? (Rank
1, 2 & 3 in order of your child’s preferences)
a. Informative/Utility (It should tell about various uses of the product, how the
product will help me or my family. It compares the product with competitors and
show how the product is to be used).
b. Emotional (It should show relations amongst family, friends; how the product
leads to happy relations with brother / sister / friend / mother etc., shows people
caring for each other, animals or environment)
c. Exhibit/Vanity (It should convince that the product should be bought for boosting
self-esteem, to become popular and impress others).
d. Entertainment (It should be funny, having interesting & entertaining story line.).
e. Celebrity (Showing celebrities endorsing the product).
f. Innovative/Unique (It should be different, show new ideas, new way of doing
things, new product, new trends etc.).
g. Brand (The value and pride that is associated with the name of the product or the
manufacturer )

Rank 1 Rank 2 Rank 3

Emotional 30 Celebrity 21 Informative/Utility 15
Exhibit/Vanity 27 Entertainment 18 Brand 15
Innovative/Unique 24

Total 150
Ranking: Rank 1(35-25); Rank 2(24-16);and Rank 3(>=15)

ranking

30
27
24
21
18
15 15

rank 1 rank 2 rank 3

35
 20. If you refuse your child to buy the product they saw on TV, what do they do?
Statements Always Often Can't Rarely Never
say
They accept the situation, understand the
denial & agree with parents point of view
Keep on nagging, or requesting till they agree
Get angry, show tantrums
Keep on sulking for long or till parents agree
Show silent resentment (by not doing things
they want me to do)
Make another request for an agreeable option
Get depressed disappointed

They accept the situation, understand the denial & agree with parents 15
point of view
Keep on nagging, or requesting till they agree 27
Get angry, show tantrums 30
Keep on sulking for long or till parents agree 24
Show silent resentment (by not doing things they want me to do) 21
Make another request for an agreeable option 15
Get depressed disappointed 18
Total 150

If you refuse your child to buy the product

they saw on TV, what do they do?
They accept the situation,
understand the denial & agree
with parents point of view
12% 10% Keep on nagging, or requesting till
they agree
10%
18%
Get angry, show tantrums
14%

20%
16% Keep on sulking for long or till
parents agree

Show silent resentment (by not

doing things they want me to do)

Make another request for an

agreeable option

36
CHAPTER 4
DISCUSSION
4.1. Findings From Survey
4.2. Limitations
4.3. Future Scope of Research
4.4. Contribution of the Study
4.5. Conclusion

37
4.1. Findings from the Survey
The major finding was that the children responds to the advertisements shown on TV
and insist their parents to buy them that product. Their were a number of reasons that
influenced them to buy the products. The major reason noticed for their influence of
advertisement on children to buy a specific product/ confectionery product was the
toys and gifts that are offered free with the products. After that, other reason is that
the friends of the children do possess that product and toys so they insist their parent
to buy them too.
The picturization of the advertisement, animation used for specific characters like
Chhota Bhim, Motu Patlu, Choco Bear, and Coco the Monkey also influence the
children to lure towards the products. The celebrities like Shah Rukh Khan (Sun Feast
Biscuits), Amitabh Bachchan (Maggie and Cadbury), Salman Khan(Britannia Tiger
Biscuits), Akshay Kumar(Rasna) also influence the children to buy the products .The
catchy slogans, music and jingles are also play an important part to lure the children
to buy the products.
The children do react differently when their demands are not met like getting
depressed and disappointed, getting angry, keep on nagging or requesting till the
parents agree, showing tantrums and showing silent resentment. And so parents agree
to purchase them the product their kids wanted.

4.2. Limitations
This study had the following limitations:
a. Time period to conduct the study was very limited.
b. Some of the respondents don’t answer the question seriously.
c. As it was not likely to use advanced psychometric tools and means for the study
on children, so, a simple questionnaire was used for this purpose.

38
 4.3 Suggestions
The evaluation we did from the study of this research and we hereby recommend some
steps to the parents to make some recommendation for their children. Parents have to serve
as model and make a time table of how to watch television, as gatekeeper permitting or
disproving approach to the TV and also interpret the content of television that which type
of channel their children can watch. Parents have to watch television when the child is
watching television because the parents could monitor and operate television and child
learn which advertisement they have permission to see and which is not. Parents most of
time did not remain with the children every time so the parents have to negotiate with
children’s and tell them about the advertisement what is it for. Make rules and strict to them,
but allow them up to some extent. Don’t allow the children to break the guidelines and rules
that you made for them and the timing you set for the watching of television. In start early
ages, because in early ages you can growth and mould their children at any place in any
shape but not when it gets older. Defines the time limit for them to be in there and slowing
develop that if any advertisement occurs just change the station. The parents can make
them earn their television period by finishing the homework or tasks or playing outside for
a while. If the child watches, see advertisement which really make him happy just open
permission to him about that advertisement to watch than the child more attracts towards
that advertisements instead of the others. Don’t let your children to watch anything, which
just dangerous for him in its early age and the separate television set for the children in its
room also creates the problems so parents have to call their children when the parents are
watching television, which make habit of children to watch television with parents mostly.

Legal Implications:
In India, there are no specific advertising laws that relate to children and food-related
advertisements in particular. A host of laws and Acts like the 'Cable TV Networks (Regulation)
Act, 1995' and the 'Infant Milk Substitutes, Feeding Bottles and Infant Food Act' deal with
children-related advertising in a vague way. Not only are there advertisements that are
targeted at children but a host of them that feature young children, even babies.
In most parts of the world, there are few or no specific rules concerning food advertising to
children beyond the rules which must apply to all advertising. In India, even general rules
pertaining to advertising are very lax. Also, there are no regulatory bodies that monitor TV
advertisements. Apart from the Ministry of Information and Broadcasting that decides to
intervene when it wants to, there are only voluntary groups like the 'Advertising Agencies
Association of India', and the 'Advertising Standards Council of India', both of which are
business organizations and can only put moral pressure on advertisers and companies to
withdraw objectionable advertisements. There is urgent need for voluntary and government
pressure groups to seriously take note of the situation. The government needs to draft and

39
implement laws that do not deal with advertising in general but are specific and relate to
every aspect of advertising, especially those that target young children and pertain to food.
In other parts of the world, there exist voluntary groups like the 'Ad busters' and 'Mothers
groups' that watch and pressure governments to clamp down on aggressive and intrusive
advertising.
At present there are various laws implemented by government under various ministries. The
various laws are as follows:
1. Prevention of Food Adulteration Act (Ministry of Health)
The act lays down specifications for various food products. It is mandatory.

2. Agriculture Produce (Grading & Marking) Act (Ministry of Rural Development)

This Act is commonly known as AGMARK and is voluntary. The Act lays down the
specifications for various agricultural commodities including some processed foods.

3. Laws being operated by Bureau of Indian Standards (BIS)

BIS is the standard body for formulating standards for various food items. These
standards are also voluntary.

4. Essential commodities Act

Harmonization of Food Laws

It is very essential to have one unified and logical law for food regulation than having
numerous laws for the same. Following action is being taken by various ministries at
present:
1. The paper brought out by The Ministry of Civil Supplies & Consumer Affairs, it
is recommended for BIS to formulate standards for all food items in India,
which is a good step towards harmonization.
2. As per the task force set up by Prime minister under the chairmanship of Shri Nulsi
Wadia, a suggestion has been made to set up a Food Regulation Authority (FRA)
to formulate and update food standards for domestic and export market. Also,
Harmonization of Indian standard with quality norms of Codex and WTO.
Hence it is important that unified law is developed as early as possible.
Education and parental involvement
Parental involvement in determining desirable programming is the best choice.
Parents have to monitor and control their children’s viewing habits. Studies show that
parents play an important role in their children’s social learning, but if a parent’s views

40
are not discussed explicitly with children, the medium may teach and influence by
default. Other media, such as magazines, radio, video games and the Internet, also
have the potential to influence children’s eating habits, exercise habits, buying habits
and mental health. If children are allowed to be exposed to these media without adult
supervision, they may have the same deleterious effects as television.
People should be more aware to what kind of advertisement are shown to the children
& when some company say that the product have nutritional value and stuff, it should
be verified from the trusted source and in case of any difference in statements the
matter should be reported to the AAAI or MIB. Be an alert citizen is the message.
Parents should be educated with respect to what should be healthy food as per proper
nutritional intake for their children.

Role of schools
Schools can also play a very active role in making sure that students get healthy diet
at its canteen. It is very important that schools do not stock junk food in their canteen,
by getting lured by approach of fast food and soft drink companies to stock their stuff.
Since children spend most of their time in school, schools can imbibe on children’s
mind what a healthy diet should consists of.

Statutory Warning
Since the intake of junk food & carbonated drinks causes numerous diseases such as
obesity, hypertension, cardiovascular diseases (CVDs), gall bladder ailments, cancer,
psycho-social problems, breathlessness, sleep disorders, asthma, arthritis, weak bones
and reproductive hormone abnormalities. So it should come with statutory warnings
as in the case of cigarettes & milk powder such as “Intake of this food more than twice
a week is not good for health.”

Advertisement Code to be monitored by an organization which will take care of the

following:
1. Before any AD is aired on television, the most sought medium by children some
code of conduct should be followed. Any food ADs should be scrutinized with
regards to the claims they are making & the food ingredients should meet
some standards laid down by recognized organization like WHO.
2. The stipulated time limit for advertisement is followed by the companies or
not. TV Channels generally do not follow any rules regarding advertising air
time. Door Darshan poses a limit on advertising time which is a maximum of
7.5 minutes of advertisements in a 30 minute programme. Private TV channels
are free to air as many advertisements they like. This is primarily the reason
why on some private channels, a 30-minute TV programme gets
stretched to 45 minutes or even more.

41
Broadcasting codes for AIR/ Door Darshan
Advertising Code:
AIR and Door darshan has responsibility to ensure that the advertisements shown
either in terms of contents, tone or treatment, do not mislead the listeners and
viewers as well as the consumers are not repugnant to good taste. The earnings of
commercial revenue are not the sole criteria of Prasar Bharti. Thus the code has
stricter provisions and the main features of the code are as follows:
a. Tobacco products including 'Pan Masala' and liquors are not permitted.
b. The goods and services advertised should be in consonance with the laws of
the country enacted to protect the rights of the consumers.
c. The commercial should never project a derogatory image of women and
should not endanger the safety of children.
Such code of conduct should be made compulsory to private channels also.
Government has enacted ‘The Commercial Advertisements on Electronic Media
(Regulation) Bill, 2005’ which lays down standards for advertisements on electronic
media.
From the Primary survey we would like to suggest that the ADs should be regulated
by following the required norms & should be properly fine-tuned to avoid undue
influence on the kids.
From the Primary survey we conducted, it was found that Cartoon Channels are the
most watched channels by the kids & so the ADs which feature on such channels
should be fine-tuned & the proportion of ads related to junk food & soft drinks should
be limited on such channels.
The government should indulge more into Social Advertising as its positive impact on
kids & society is enormous. Laws related to Advertising should be made more stringent
as in the case of foreign countries such as Europe & America.

42
 Conclusion
Today, particularly young children play an important role as consumers. Especially
confectionary products (Biscuits, Chocolates, Wafers, Sauces, Noodles and Health
Drinks) are concerned they do not care price of which they want to buy. Also they do
not care whether these products are healthy for them or not. While they are shopping,
the first thing comes in their mind is to purchase the advertised products. In this
situation, the advertising has a stronger effect on younger children than the older
children. Nowadays it seems that children’s impact on family decision in shopping has
been steadily increased. After the research, it was found as far as confectionary
products are concerned children sometimes insist their parents to purchase those
products for them. As far as confectionary products are concerned, children are
influenced more by television advertisements than by the other medium of
advertising. Even though there are lots of tools to show the goods or services,
television was chosen as the best way that can enhance the company's profits greatly
by most of researchers. Also this research validated that among many communication
tools, television advertisements have more impact and effect on children than the
other medium of advertising. Children’s ages are important to understand the
television advertisements. Children's comprehension of television commercials
increases with age.

43
 References
1. George Belch and George Michel, ‘Advertising and Sales Promotion Management’, 6th
Edition
2. Manas Pratim Sarma (2007). The Changing Scenario of Advertising, Retrieved 27
September 2012, from http://www.merinews.com/article/the- changing-scenario-of-
advertising/126596.html.
3. Indian Media & Entertainment Industry to touch INR 1,457 billion by 2016: FICCI-KPMG
report, Retrieved 27 September 2012, from
http://www.kpmg.com/IN/en/Press%20Release/KPMG-FICCI-Frames-Press -
release-2012
4. Ann Sanson (2000), The Australian Psychological Society Ltd., July 2000,
http://www.psychology.org.au/Assets/Files/media_position_paper.pdf
5. Sonia Livingstone and Ellen Helsper (2004), Advertising Foods to Children
Understanding Promotion In The Context Of Children's Daily Lives, Department of Media
and Communications, London School of Economics and Political Science, Houghton Street,
London, retrieved on 21st November 2012, from http://eprints.lse.ac.uk/
21757/2/Advertising.
6. Ogilvy David ‘Ogilvy on Advertising’ by, Prion Books, London, 1997
7. Advertising Express, Article: Marketing Promos Targeting Children
8. Advertising Age, Article: Effects of Advertisements on Children
9. http://www.agencyfaqs.com
10. http://www.wowessays.com
11. http://www.media-awareness.ca/.../advertising.../kids_advertising_rules
12. http://www.c-i-a.com/ (Computer Industry Alamance)
13. http://www.Itu.com (International Telecommunication Union)
14. http://www.internetworldstats.com/asia/in.htm
15. Maithili R. P. Singh & Tika Ram (2010). A Study of factors affecting kids Preferences
regarding confectionery products, Management Insight, 6(1), 25-30.
16. Effects of Advertisements on Children, retrieved on 25th November 2012, from
http://www. indiaparenting.com/raising-children/ 253_ 3442/ effects- of-
advertisements-on- children.html.
17. Marketing Management by Kotler
18. Advertising by C.N. Sontakki
19. Research Methodology by C.R.
Kothari
20. http://www.cseindia.org

44
 Appendix
Part-I: QUESTIONNAIRE FOR PARENTS

PERSONAL INFORMATION:-

Name: (if you want disclose)

Address:

Occupation:
Spouse’s occupation:

Family income group (Monthly)

Below Rs. 35,000 Rs. 35,000 to Rs. 45,000
Rs. 55,000 to Rs. 65,000 Rs. 45,000 to Rs. 55,000
Above Rs. 65,000

Age group (children)

8 to 10 years 10 to 12 years
12 to 14 years 14 to 16 years

Educational Qualification

Which type of family do you live in? Joint family/nuclear family

a. Joint Family
b. Nuclear Family

45
1. How often do your child watch TV?
a. Always/ Everyday
b. Sometimes/ 3 – 5 days
c. Most often/ 5 - 6 days
d. Occasionally/ 2 – 3 days
e. Any other (Please Specify)…………………………………………………………

2. On an average, how many hours a day do they watch TV?

a. 4 – 6 hrs.
b. 2 – 4 hrs.
c. Less than 2 hrs.
d. Any other (Please Specify)………………………………………………………

3. Generally with whom do they watch TV?

a. Parents Grandparents
b. Elder brother/sister
c. Alone
d. Others (please specify)……………………………………………………………

4. Why do they watch TV?

a. For learning/ education
b. For time pass
c. For entertainment
d. To relax
e. To combat loneliness
f. Family routine/ As everyone one else is watching so they also join
g. Any other (Please Specify)…………………………………………………

5. Which of the following programs do they prefer to watch? (Kindly rank 1, 2 &
3 in order of your preferences)
a. Cartoons/ animated programs
b. Children’s shows/ programs
c. Knowledge based programs
d. Music channels

46
 e. TV serials
f. Movies
g. Reality shows (Indian Idol, Star Voice of India, Boogie Woogie Kids
Championship, India's Got Talent, Junior Genius, Kaun Banega
Crorepati, Super Dancer, Satyamev Jayate (TV series), Sa Re Ga Ma Pa,
Sa Re Ga Ma Pa Kids, Nach Baliye, etc.)
h. Any other (Please Specify)………………………………………………………

6. Do they watch TV advertisements?

a. Yes
b. No

7. What is the purpose behind showing advertisement on TV?

a. To give a break in the program
b. For entertainment
c. To persuade the viewers to buy the product
d. To provide product information
e. To inform about various offers, free things that are available with
products (premium offers, free things, incentives, etc.)
f. Any other (Please Specify)…………………………………………………

8. What does your child do during a commercial break? (Tick one)

a. Leave the room, do some work
b. Switch channels during TV ads
c. Watch TV ads as I don’t want to miss the main show.
d. Watch TV ads with interest as they inform and entertain.
e. Any other (Please specify)……………………………………………………

9. Do your children discuss about TV advertisements with you?

a. Often
b. Sometimes
c. Only if I ask them
d. Never/ Seldom
e. Any other (Please Specify)…………………………………………………….

47
10. Your children’s purchase requests are motivated by (Rank 1,2,&3 in
order of your preference)
a. TV advertisements
b. Attractive display at the stores
c. Real needs
d. Social/ peer group (friends, siblings, cousins)
e. Any other (Please Specify)………………………………………………………..

11. If your child’s product purchase is influenced by a TV ad, it is because of

a. New or innovated products
b. The premium offers/ incentives offered
c. The gifts/ toys/ goodies offered free with the product
d. The celebrity/ kids advertising the product
e. Any other (Please Specify)……………………………………………

12. When your child asks you to buy a product by seeing a TV ad, you buy it
because the TV ad conveys………………………
a. Fun and happiness
b. Adventure and thrill
c. Dream and fantasy
d. Health and nutrition
e. The free goodies/ gifts/ toys Influenced by the celebrity/ kids endorser
f. Any other (Please Specify)…………………………………………………

13. What kind of products you buy for your child after watching ad on TV?
a. Confectionery products (biscuits, chocolates, candies, bakery)
b. Soft drinks, beverages
c. Toys, games
d. Clothes, footwear
e. Eatables, food products (pizza, Mc Donald’s happy meal, etc.)
f. Stationary
g. Any other (Please Specify)……………………………………….

48
14. Which TV advertisement does your child likes the most? (Specify the brand &
the ad)…………………………………………………………………………………

15. Your child likes the above advertisement because of?

a. Product itself (The product advertised is good)
b. Slogans/ one liners
c. Models
d. Music/ songs/ jingles
e. Picturization/ filming
f. Animation/ cartoon characters
g. Storyline/ theme
h. Any other (Please Specify)………………………………………………..

16. Which TV advertisement do your child dislikes the most? (Specify the brand &
the ad) ………………………………………………………….

17. You child disliked the above mentioned advertisement because of?
a. No catch slogans, jingles
b. Poor picturization, bad photography
c. Wrong or unattractive models
d. Mediocre music
e. Weak storyline
f. Animation not used/ poorly used
g. Any other (Please Specify)…………………………………………………..

49
18. How your child get involved in the purchases that you make for themselves or
for household?
a. By simply telling you about the product available, and let them choose on
your own.
b. Mostly by advising you on various options available
c. Deciding what is best suited to their requirements
d. They get involved only if you want their opinion otherwise they don’t
participate.
e. Any other (Please Specify)………………………………………………..

19. Do they buy products or ask you for them, after seeing TV advertisements?
a. Often
b. Sometimes
c. Rarely
d. Never

20. What type of appeal in an advertisement influences your child to buy a

product? (Rank 1, 2 & 3 in order of your child’s preferences)
a. Informative/Utility (It should tell about various uses of the product, how
the product will help me or my family. It compares the product with
competitors and show how the product is to be used).
b. Emotional (It should show relations amongst family, friends; how the
product leads to happy relations with brother / sister / friend / mother
etc., shows people caring for each other, animals or environment)
c. Exhibit/Vanity (It should convince that the product should be bought for
boosting self-esteem, to become popular and impress others).
d. Entertainment (It should be funny, having interesting & entertaining story
line.).
e. Celebrity (Showing celebrities endorsing the product).
f. Innovative/Unique (It should be different, show new ideas, new way of
doing things, new product, new trends etc.).
g. Brand (The value and pride that is associated with the name of the product
or the manufacturer )

50
 21. If you refuse your child to buy the product they saw on TV, what do they do?

Statements Always Often Can't Rarely Never

say

They accept the situation, understand the

denial & agree with parents point of view
Keep on nagging, or requesting till they agree

Get angry, show tantrums

Keep on sulking for long or till parents agree

Show silent resentment (by not doing things

they want me to do)
Make another request for an agreeable option

Get depressed disappointed

51